Suzuki’s new campaign, “Enjoy the Ride”, depicts its cars as fairground dodgems in a push to market the Japanese brand as fun to drive.
Created by Red Brick Road, the campaign breaks in the UK on ITV tonight during Next of Kin at 9.45pm.
Filmed in Slovenia, the ad is shot in a fairground and features the Suzuki marques Ignis, Swift, and Vitara. The shoot involved 10 stunt drivers with the cars being driven as if they were on a dodgems track.
The ad may raise eyebrows given the stringency of the UK’s regulations around car advertising, but it is understood to have been cleared for broadcast by Clearcast.
Red Brick Road’s creative idea stems from the belief that no matter how many times a driver gets behind the wheel of a Suzuki, the sense of fun and elation does not fade, much like the funfair experience.
The ad was directed by Noah Harris and produced by BlinkInk. It was written by Red Brick Road joint executive creative director Matt Davis and art directed by Richard Megson (also joint ECD) and Ted Smith.
Tonight’s 60-second launch spot will be accompanied by 30- and 10-second versions for the duration of the campaign. Media is being handled by the7stars.
Red Brick Road has also created digital display, social, print, CRM and point-of-sale ads for the campaign.
Tammy Charnley, general manager marketing at Suzuki, said Red Brick Road has “built the campaign on a truth we know will resonate” and that the ad had received “incredible feedback” from its car dealers in response to a preview of the ad.